- McDonald’s is working together with rap artist Travis Scott, according to a dripped memo acquired by Company Insider.
- ” Travis is the very first in a suite of big stars that resonate throughout sectors and are true fans of our food and our brand,” US chief marketing officer Morgan Flatley writes in the memo.
- McDonald’s is working to win over “younger multicultural consumers” with the cooperation.
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McDonald’s is teaming up with Travis Scott as the fast-food giant prepares for a brand-new celebrity-filled marketing push.
The rapper has actually signed an agreement to work together with McDonald’s, according to a memo from the chain’s United States chief marketing officer Morgan Flatley acquired by Organisation Insider.
” From his impossible-to-get Nike tennis shoe line, to a cereal collab with General Mills that sold out in 30 seconds, to a record-setting virtual performance series inside Fortnite, Travis Scott is the meaning of huge in culture,” Flatley writes in the memo.
” Beyond this, he is a real fan of McDonald’s and our craveable, renowned food,” she continues. “He will resonate and stimulate enjoyment with our vibrant multicultural consumers, and has a couple of surprises to delight our crew and guarantee they belong to the excitement.”
McDonald’s decreased to comment on the memo. However, Flatley hinted in the memo that more star partnerships are in the works.
” Travis is the first in a suite of big celebs that resonate throughout sectors and are true fans of our food and our brand,” the memo checks out. “We can’t wait to share the rest of the lineup … in due time.”
McDonald’s current marketing hasn’t normally put celebrities front and center.
This year, the chain’s Super Bowl ad showed well-known orders of celebs such as Kim Kardashian West, Kanye West, and Whoopi Goldberg, in addition to fictional and historic characters like The Huge Bad Wolf and Marty McFly. However, there wasn’t a single celeb who actually appeared in the ad.
Dealing with celebrities like Travis Scott leads the way for the chain to engage with younger customers. Flatley said in an internal June webcast gotten by Business Expert that the company was “beginning to lose our more youthful African-American and multicultural customers.”
” We need to make certain we are checking out the lens of our operators, our team, and our individuals to better connect with African-American youth as we move forward,” Flatley continued. “Today is the start of that journey for us.”
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In the last few weeks, McDonald’s social networks has broken out of its more standard mold, posting sharper and wittier tweets that are more similar to those of rivals such as Wendy’s.
— McDonald’s (@McDonalds) August 20, 2020
— McDonald’s (@McDonalds) August 11, 2020
Nevertheless, efforts at edgy modernity carry the potential for debate.
One franchisee, who asked to stay confidential, stated he felt the Scott collaboration did not line up with the McDonald’s brand’s voice. As ways of explanation for his opposition, the franchisee sent out Organisation Expert the lyrics to Scott’s “P– On Your Tomb,” which begins with Kanye West rapping: “I utilize your face as a urinal, then do the exact same at your funeral.”
Rumors of Travis Scott’s partnership with McDonald’s have been swirling online in recent weeks.
— Preme Profits (@Premeprofits) August 11, 2020
— Outlander Magazine (@StreetFashion01) August 14, 2020
— Modern Prestige (@ModernNotoriety) August 12, 2020
In the memo, Flatley thanks company partners including WKNY, The Story Group, Alma, Burrell, Loud and Live, Walton Isaacson, Boden PR, The Marketing Shop, Publicis Groupe, OMD, Native Tongue, Admerasia and IW Group.
” We can’t wait to share more on our partnership with Travis and commemorate the news with our fans in early September,” the memo reads.